Home loan specialists RAMS have developed another phase for its ‘Greater Together’ brand strategy and platform via indie agency Richards Rose.

The brief from RAMS was to build on the strong performance of the past work, but elevate the emotional intensity of the brand amongst first home buyers and self-employed, and really drive home a compelling customer proposition.

The campaign sees different people from all over Australia walking to the same upbeat step as Raymond A Ram moving to the old-made-new track ‘Walk like a RAM’.

The overall campaign features about 12 of these customer walks, which will be distributed across all paid, owned and earned media in different contextual forms.

The idea will also come to life for franchisees with local area marketing and connection. The campaign will run across all key mass and personal media.

Richards Rose CEO Digby Richards said: “This latest phase of the ‘Greater Together’ platform is a great example of strategic entertainment.

“People, like never before, need empathy and help when it comes to buying a house for the first time, but they also need to feel great about what should be one of the most amazing experiences in their life. This campaign tries to do both.”

Simon Edwards, creative director at Richards Rose, added: “This is a really simple, joyful idea that perfectly reflects the RAMS brand difference.

“The combination of the characters, animation and music delivered by Perry Westwood, Heckler and Nylon has resulted in a campaign that we’re really proud of.

“Everyone, particularly the RAMS team, was fully on board from the first meeting, so it was a fun, collaborative process that we really enjoyed.”

CREDITS

Client: RAMS

Head of marketing: Christian Johansson

Senior manager of brand and content: Danielle Kean

Marketing manager of brand and content: Annie Uliana

Hero talent: Raymond A Ram

Creative agency: Richards Rose

CEO: Digby Richards

Executive creative director: Adam Rose

Creative director: Simon Edwards

Senior art director: Sean Cleary

Senior integrated designer: Mac Archibald

Head of planning: Jody Elston

Head of TV and content: Tanya Hairman

Account director: KaLing Ng

Production company: Heckler

Director: Perry Westwood

Director of production: Matt Stewart

Animation director: Alex Weight

Executive producer: Will Alexander

Senior producer: Charu Menon

Head of visual effects: Jamie Watson

Head of 3D: Tom Corbett

Editor: Andrew Homes

Colourist: Greg Constantaras

Live action producer: Johnny Greally

Music licensing company: Music Mill

Music and audio production company: Nylon Studios